In 1950, Morty Frankel started this legendary costume emporium as a magic shop. But it wasn't until customers started asking for clothes to wear during their magic performances that the business really took off. Now run by a third generation of Frankels, the cavernous store offers over 60,000 costumes to rent and countless more on the shelves, plus the largest inventory of magic goods, stage makeup, and clown supplies in the South.